Competitive Analysis of CRM Strategies Using Analytic Hierarchy Process

In the era of increasing need for customer-centric marketing, growth technology such as Web-based customer relationship management (CRM) has enabled pharmaceutical firms to develop new capabilities sustain competitive advantage with superior marketing strategies, which include formulating unique, direct relationships customers. To compete by integrating online technologies across all aspects a firm's operations, translates into developing skills traditional ways competing become insufficient. Towards this end, have seized opportunity institute customers (physicians and patients) use Web. Our research focused on technique that would allow benchmarking Webbased CRM strategies in any industry. We used US industry setting demonstrate how our can be avoid typical blind spots competitor analysis. method called Analytic Hierarchy Process (AHP) analyze seven firms, selected executives from industry, compare their strategies. Results suggest three were far ahead adoption Web related CRM. One had more efforts patient where another very high focus physician relationship. The proposed utilized analysis Implications future directions been discussed.